Hospitals and Web 2.0 Potentialities in social media

Social Web has caused a revolution for communication in the organisations. Hospitals, like complex and organised entities, have not been an exception. The digital context allows increase the communication channels with the citizens and media. For hospitals, it represents a double opportunity: a) for institutional communication or corporate reputation and b) for health communication, in their role of educating health agents. The present work analyses the challenges of this new context and goes in depth in the Hospital Sant Joan of Deu case study, the first in incorporating the 2.0 e-Health director role.